Integrated marketing is still relatively new, so not everything is possible. More particularly, not everything is possible within every organization and situation in the here and now.
To begin to develop effective solutions for integration you have to identify what is realistically possible and what is not within your company's current reach as you evaluate your best path to the Holy Grail.
In other words, today, in June of 2006, what's real and what's not?
What's real: The possibility of integration
What's not: Established processes and systems to integrate across marketing channels effectively
What's real: New opportunities across channels
What's not: Shared information and knowledge across disciplines internally and/or across service providers/partners
What's real: Budgets
What's not: Agreement and sometimes even discussion regarding how budgets should be best applied
Tip: Bring on board marketing experts -- in areas where you aren't an expert -- to help evaluate what is realistically possible and to gain additional perspective and insight to inform your efforts.